Problem: Research revealed that professional hair colorists viewed Clairol as old and stodgy - their mother’s hair color brand. Yet they viewed themselves as artistic trendsetters. As a result, they did not believe that Clairol could help them reach the level of creativity they aspired to achieve.
Solution: Re-position Clairol through a program that invites and empowers professionals to “live by their own color code.” The program included a series of tips and an invitation to seminars about the latest techniques.
Results: There was standing room only at most seminars within three months of the campaign launching.